The company, which is based in San Francisco and well known for selling credit card readers that hook into smartphones and tablets, this week introduced Square Order, an app that allows people to place a to-go order ahead of time so they can skip waiting in line. And on Tuesday, it also announced Square Feedback, a tool for consumers to send feedback directly to merchants.

With the order app, Square is following the footsteps of bigger brands like PayPal and Chipotle, which offer similar order-ahead apps. The benefit of all these types of apps is that they save people several minutes they would have otherwise spent standing in line. By contrast, paying for something by just saying your name, as with Square’s Wallet app, saves only a few seconds.

“If we can make that really easy and quick for someone to order on their phone, walk in and pick something up quickly, then we’re giving them time back,” said Khobi Brooklyn, a Square spokeswoman.

Though the older Square Wallet app has been removed from the Google and Apple app stores, the app will still work for those who have already downloaded it, Ms. Brooklyn said.

Denée Carrington, an analyst for Forrester Research who focuses on mobile payments, said the failure of Square’s earlier wallet app showed that mobile payments need widespread support of both merchants and consumers. And Square’s challenge was that it tried to build scale from scratch instead of teaming up with existing payment service providers that already had scale.

That means a bigger payments company that is already popular among payment services and consumers, like PayPal, may end up being more successful with mobile wallets.

“What it means is that wallet competitors with merchant or consumer scale are far better positioned for success than a new entrant starting from scratch,” Ms. Carrington said. “Google Wallet learned this lesson too.”

Meanwhile, Square said it would start offering Square Feedback, which is aimed at helping merchants protect their online reputations, to any business for $10 a month. When consumers buy something from a merchant using Square Feedback, in their emailed receipt they will have the option to answer the question, “How was your experience?”

When you eat a bad meal, are treated poorly by a waiter or get ripped off by a plumber, nowadays a popular outlet to complain is on a reviews website like Yelp, for all eyes to see. Square said its Feedback tool would help keep those complaints offline.

The feedback is sent directly to the business, and the merchant can reach out to the consumer and address potential complaints by providing a refund or discount, for example. Square says that this way, a business could potentially quell consumers’ complaints instead of having negative feedback posted on the web.

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The feedback using Square's new feature is sent directly to businesses, and merchants can reach out to consumers and address potential complaints.Credit Square

Square declined to make executives available for an interview. The company is marketing the feedback feature as a reinvention of the receipt by turning it into a forum for communication instead of a piece of paper that is eventually thrown away.

However, given the feature’s purpose, which Square says is to help merchants manage their online reputations by keeping negative feedback off the web, Square Feedback sounds more like the digital equivalent of the old-school complaint box.